Kia to Sponsor the League of Legends European Championship

Chris Yunker / Flickr

With the inaugural League of Legends European Championship (LEC) set to kick-off next Friday, the organizers are finishing up their preparations for the new season.

As part of this effort, the LEC announced this week that it has partnered with Kia Motors as the official automotive sponsor of the league.

According to the announcement, Kia will be sponsoring the event broadcasts and the ‘Player of the Game’ segments, which features the most exciting and clutch¬†plays of the day.

This news comes several days after a series of major announcements came out about the League of Legends esports franchise.

On Wednesday, Riot Games, the creator of the popular League of Legends franchise, announced that it has closed a major partnership with Alienware, a gaming computer hardware subsidiary of Dell, that will bring Alienware computers and monitors to LoL esports events.

More recently, Tencent (TCEHY) and Riot Games, the co-managers of the LoL franchise, launched a new esports company, called Tengjing Sports, which will supervise operations related to League of Legends tournaments and other related products.

The 2019 competitive League of Legends season is set to kick-off across the globe in January, with the North America series (LCS) set to launch on January 26.

Photo: Chris Yunker / Flickr
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